Overcoming marketing challenges of healthcare startups with an efficient marketing strategy
Haapalainen, Noora (2021)
Haapalainen, Noora
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021121726804
https://urn.fi/URN:NBN:fi:amk-2021121726804
Tiivistelmä
Healthcare industry is ruthless, and majority of startups fail already at their early stage. It is challenging to succeed in the highly competitive and regulatory field where you need to have the ability to adjust to the fast-changing market. Most startups struggle coming up with an efficient marketing strategy since they try to tackle too many things at the same time and end up with an incoherent and complex marketing strategy. The aim of this thesis was to define the most common struggles faced by healthcare startups, followed by the introduction to planning an efficient marketing strategy and how it can be incorporated to succeed in healthcare business. The study was performed through a literature research based on books, articles and websites while combining the findings with the knowledge of the student.
The outcome of this thesis was that the main challenges faced by healthcare startups follow the same pattern than any other startups. However, the long process of getting to the market, high regulatory requirements and the demanding customer base bring up next level of challenges to the startups. With an efficient and well-thought marketing strategy, it is possible to tackle these challenges and increase the likelihood of succeeding in healthcare
The outcome of this thesis was that the main challenges faced by healthcare startups follow the same pattern than any other startups. However, the long process of getting to the market, high regulatory requirements and the demanding customer base bring up next level of challenges to the startups. With an efficient and well-thought marketing strategy, it is possible to tackle these challenges and increase the likelihood of succeeding in healthcare